You Drive a Porsche: Women (Men) Think You Must Be Tall (Short), Intelligent and Ambitious

Gad Saad, Concordia University, Canada
Tripat Gill, Wilfrid Laurier University, Canada
We show that high-status products (e.g., Porsche) are an effective signal of desirable traits in men (e.g., intelligence, ambition). Interestingly, these products have opposing inferences about owner’s height: women perceive a male owning a high-status car to be relatively taller (shorter) than if the same male owned a low-status car.
[ to cite ]:
Gad Saad and Tripat Gill (2014) ,"You Drive a Porsche: Women (Men) Think You Must Be Tall (Short), Intelligent and Ambitious", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 808-808.